Lining, A Chinese Sports Brand, Is Stepping Into The Market Of Children's Shoes.

After losing the biggest sports brand status in China, the Li Ning Co has announced in a high profile that it will enter the field of children's clothing with a brand-new management team and brand new logo, and has released the development plan of Lining's children's clothing in the next 5 to 10 years. "Little Lining" has come into our view.

Li Ning Co official said that in the next ten years, Lining's current consumer groups have become parents. Their own preferences for Lining brand will also extend to the children's choice of clothing, which will bring huge business opportunities to Lining children's clothing. Lining also believes that there are at least two advantages for Lining to enter the field of children's wear: first, after years of struggle in the field of adult sportswear, Lining already has strong brand awareness and influence; secondly, Lining's original business system in adult dress will also fully support and promote the development of "little Lining".

Of course, connotative development and brand extension related to the main business under its core competitiveness are not impossible and there are many successful cases. But Lining's collectivization development is too close to Lining's brand and signboard. That is to say, the brand of a company is the product brand. At this time, the development of the whole brand strategy will have a negative impact on the brand extension, at least it will dilute the original brand equity and core value.

Originally, Lining's brand strategy had serious problems, constantly deviating from the essence of his movement and wobble. The most serious fact is that the brand is aging and the age of the consumer group is too large. The evaluation and acceptance of Lining by the new generation is very low. What is particularly serious is that when the brand is aging, it does not use the means of activation to revitalized the brand vitality. Instead, it uses the abandonment of old customers and directly positioning the group of young people - Lining after 90. This way is more adventurous than "change". Facts have proved that rigid positioning for granted is not acceptable to consumers.

In the face of declining orders, loss of the status of the boss, the failure of positioning after 90, the adjustment of the channel is declining, Lining put the "Bao" on the children's clothing, it is a bit of a mystery. The problem of enterprises and brands is definitely not a problem, but Lining's problem is first of all, the problem of brand, that is, Lining brand in the process of communication with consumers, there have been a lot of problems. Lining is a sports brand or sports brand with sports and fashion genes. With the increasing age of Lining's consumers, Lining has not kept pace with the changes of consumer psychology in the process of communicating with consumers. Now the position after 990 is too rigid, too big to change and not inheriting.

Back to the new business growth point children's clothing category, not like Lining said, "in the next ten years, Lining's current consumer groups have become parents, their own preferences for Lining brand will also extend to the children to choose clothes, which will bring huge business opportunities to Lining children's clothing". This idea is good, but the aging of the brand has already made the young consumers give up the brand, and the failure after 90's positioning is the best example. Why can't we face up to this problem? Moreover, the current consumer group is parents, but it is not very satisfied with Lining's brand image, and these groups are still running away. This is a great threat. Now, the management has even regarded it as an opportunity or a huge opportunity?

I have to say that I am not optimistic about Lining's strategic move. The reasons are as follows:

First, from the perspective of Lining's enterprise strategy. Lining's corporate brand and product brand are one. If the development is good, new products can be listed, but when the development is bad, they can not only borrow power, but also affect the original brand value. They will not play any role in promoting the development of new products and new products.

Second, Lining's biggest problem is the brand problem, especially the brand aging, but not the main channel, the problem of shops; the age of consumers is large and is constantly losing, and new consumers are not attracted. The core value of Lining's brand has been blurred, its positioning and dissemination are often wavering, which has seriously affected the communication with consumers.

Third, brand mode. If you have enough courage, why not use the new brand, at least you can use the main sub brand mode. Lining is an enterprise brand as well as a product brand, and a name for children's clothing, such as Lining XX children's wear. If possible, it is best to use an independent brand and separate from Lining, because the present situation, by exploiting the potential of Lining, will not be effective in developing children's clothing. The reason has been analyzed above, and it can not be borrowed or borrowed.

Fourth, the most important thing is to reshape Lining's brand image. From the core value, we can find the best strategy to express the core value, impress consumers through accurate and repeated dissemination, and finally form brand associations which are consistent with consumers' identity and psychology. In fact, this is a complete process of brand remolding, brand planning and dissemination. Although Leo Bernar's brand remodeling (change) proved to be a failure in Lining, I believe Lining's efforts in brand remolding continue to be "changed", but this change is not entirely subjective, but also takes into account your existing customers and potential future consumer groups.

Do not do a lot of things in a period of time, do not spread from many aspects, choose one aspect, one or two media resources form is good, maybe your plan is not the best, the strategy is not the best, but stick to one direction, the same voice will come out.

This is a good thing to say, but we are not in the right place because of the pressure of reality and performance, and the pressure of shareholders. Management must consider business development and performance oriented. But we must not overlook the fundamental reason, because the major factors driving Lining's development have already had serious problems. Brand planning, remodeling, communication, and consumer communication may be better than simply pushing a new category.

If everything is straightened out, the brand's consumer value is reflected, and the possibility of new products will be even higher. I hope the pride of the people of the past - Lining, goes higher and better.